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RealityMine, a leading global provider of mobile market research technologies and consumer analytics, unveiled a first look at its TouchPoints Hispanic data set with an examination of how the consumer segment engages with fast food.
The analysis, which compared the TouchPoints Hispanic data set with that of the broader United States TouchPoints survey, found some significant differences between how the Hispanic consumer is engaging with fast food as compared to the overall U.S. population.
Purchases of fast food drop off significantly for the U.S. general population on Sundays and Mondays, while sales to the Hispanic community stay as strong as they are during the other days of the week.
There were significant differences between the two groups as to when fast food was consumed. The consumers in the general U.S. population are more likely to do so at lunchtime, with consumption peaking between 12 p.m. and 1 p.m., while the Hispanic segment had equal peaks of consumption at both lunch and evening, with the peak period being at 7 p.m.
Hispanics were also more likely to purchase fast food in the company of their family than the general population and to do so throughout the day for both meals and snacks.
TouchPoints, which has the ability to survey emotional state as well as purchase behavior, found that there were also differences in the positive and emotional states of Hispanic consumers and the general population as they were consuming fast food.
The research showed that while both groups had positive states throughout the first half of the day, between 8 p.m. and 2 a.m. significant differences in emotional states emerged between the two.
“The TouchPoints Hispanic data highlights some clear messages for fast food marketers looking to target Hispanic consumers,” says Tom O’Sullivan, RealityMine CRO. “Namely, that greater effectiveness can be had by understanding the right days of the week and times of day that these consumers would be most receptive to messages. The research shows the power of TouchPoints to identify insights not only into behavior, but emotions, critical for enhancing acceptance, and impact of campaigns.”
TouchPoints is the only syndicated consumer insights and cross-platform research product designed to inform integrated communications strategy, planning, and execution.
TouchPoints provides rich, single-sourced behavioral data that addresses questions as to the when, where, and how of behavior. The survey consists of a seven-day e-diary that requires respondents to record activities and media consumption in half hour time periods, an online self-completion questionnaire about lifestyle and general media habits, as well as passive capture of respondents’ behaviors as measured through their digital devices.
RealityMine uniquely combines proprietary passive behavioral metering technologies on mobile devices, tablets, PCs, and even home routers with active e-diary and other in-the-moment survey tools to quantify the context of consumers’ daily lives and their media consumption behaviors.
RealityMine is capturing data from more than 50,000 people representing more than 350,000 days of contextual and behavioral data and generating nearly 1,000,000,000 behavioral data points per year. This provides marketers with one of the richest behavioral and contextual data sets available.